Margin Mirror by HKDataCrest

Your reported margin is lying.

A free check for DTC ops and finance leaders who suspect the number on the deck and the number in the bank don't match.

Eight inputs. One real number. Runs entirely in your browser — no signup, no email, your data never leaves your machine. Built for DTC operators who already half-know the answer and want to see it in writing.

Inputs · monthly

Shopify gross revenue (USD) Pre-refund, pre-discount top line. The number on the Shopify dashboard.

Refund rate (% of orders) Last 90 days. Apparel runs 5–8%; consumables 2–4%.

COGS (% of revenue) Landed cost of the product. If you've never calculated it cleanly, that is itself a finding.

Shipping cost (% of revenue, net) Shipping spend minus shipping revenue. Usually 4–8% net.

Meta ad spend (USD) Facebook + Instagram from the invoice, not the platform-reported number.

Google / TikTok ad spend (USD) Combined. Add Pinterest, Snap, anything else paid here too.

Shopify payment processing (%) Default 2.9. Bump to 3.5 if you're heavy on Shop Pay Installments or international.

App stack + tools cost (USD) Klaviyo, Recharge, Gorgias, reviews, subscriptions. The bill nobody re-reads.

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Your true contribution margin

Versus what teams in your range typically report to the board: typically 8–12 points lower.

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What this calculation caught that the typical Monday deck probably skips

Refund drag (revenue minus COGS lost)—

Payment processing fees—

Shipping net (half of total — the half teams miss)—

App stack + tools—

Annualized cost the typical Monday deck misses —

If the number on this page surprised you, the next step is figuring out which line item is doing the damage. We run a free, five-page Data Stack Audit for DTC brands — no sales call required to receive it.

— Arshit

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